Women On Water: Creating a Brand for Confidence, Community and Change

To view the project please click the link below https://www.codeddesign.biz/womenonwater Some projects mean a little more than others, and Women On Water was definitely one of those for me.

This identity project was created for the Women On Water group at Whitefriars Sailing Club - an initiative designed to encourage more women to get out on the water, build confidence, and enjoy sailing and paddlesports in a supportive environment. The project was especially close to home because my wife, Julia, sails at the club and is passionate about helping more women feel comfortable and confident on the water.

It also resonated with me on a deeper level as a dad. My 10-year-old daughter sails too, so I understand how important it is to create environments where confidence can grow, participation feels accessible, and people feel they belong. That gave this project a real cultural and social significance for me, beyond the design brief itself.

Understanding the Brief

The aim was to create a brand identity that could support the wider RYA initiative of getting more women on the water, while still feeling rooted in the established identity of Whitefriars Sailing Club.

From the outset, the challenge was clear: this new identity needed to have its own personality and sense of purpose, while also complementing the existing Whitefriars brand. It had to feel welcoming, contemporary, active and empowering - reflecting the spirit of the group and the women it was designed to represent.

After taking the brief and understanding both the practical and emotional challenges behind it, I developed a creative route that balanced community, confidence and movement with a clear visual connection to the parent club brand.

Exploring the Creative Direction

I presented three distinct logo concepts, each offering a different interpretation of the Women On Water story and tone of voice.

These routes explored themes of:

• confidence and elegance

• shared movement and support

• energy, momentum and impact
  

Each concept was designed to sit comfortably alongside the Whitefriars Sailing Club identity, while giving Women On Water its own recognisable presence across communications, signage and club materials.

Once a preferred direction was chosen, I worked closely with the team to refine and evolve the design. That process of listening, tweaking and developing the selected route was an important part of arriving at a final identity that felt right - not just visually, but emotionally too.

Design Considerations

From a design perspective, a lot of care went into the colour palette and typography.

The visual language needed to feel:

• contemporary

• friendly

• confident

• inclusive

• aligned with the existing Whitefriars brand

  
  

The final look and feel aimed to strike that balance between freshness and familiarity - modern enough to give the initiative its own energy, but considered enough to remain part of the wider club identity.

The Outcome

The finished brand was extremely well received and helped give the Women On Water initiative a stronger, more visible identity within the club.

Most importantly, it played a part in attracting new female members to the group - helping support a brilliant initiative focused on confidence, connection and participation on the water.

For me, that is what made this project so rewarding. It was a pleasure to work on something so close to my heart, and even more satisfying to see thoughtful design contribute to something with genuine community value. To view the project please click the link below https://www.codeddesign.biz/womenonwater Ready to bring your vision to life with a partner who listens and adds value every step of the way? Visit www.codeddesign.biz to see how we can elevate your next project, from ideation through to final implementation.

Let’s create something exceptional together.